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Albert Hall trials ‘Ryanair pricing’ for Cirque show

RYANAIR-STYLE ticketing has been introduced at the Royal Albert Hall, with
prices for the latest touring show by Cirque du Soleil rising in line with
demand.

The cost of tickets for the most popular performances of Amaluña can be up to
30% higher than those for the least popular.

If the scheme, introduced by the circus company, is successful, it could lead
to the adoption of full “dynamic” or variable pricing in other halls and
theatres. While similar pricing systems are used already for selected seats
and performances at a number of venues, experts say the trials at the Royal
Albert Hall are the most advanced yet.

Eric Valley, director of ticket sales for Cirque du Soleil, said about
230,000 tickets will be sold this way during a season running from
mid-January to March 6.

He intends to use dynamic pricing again in 2017 when the show returns to
London.